Case Study: WNS achieves 1.5x email open rates and expanded CFO reach with Oracle Marketing Cloud

WNS Uses E-Mail Campaign to Increase Brand Awareness, Expand Customer Base

WNS, a global business process management firm with more than 27,000 professionals serving Fortune 500–2000 clients, set out to expand its CFO customer base in the US and UK by promoting its Financial & Accounting (F&A) services and repositioning the CFO role from “bean counter” to strategic business partner. The marketing challenge was to raise brand awareness for F&A offerings across two major markets, grow CFO-level engagement, and help finance leaders become more future-ready and agile.

WNS ran a holistic F&A email campaign that aligned services to CFO functions and used Oracle Marketing Cloud for campaign and lead management, contact intelligence, and multi-channel journey tracking, leveraging thought leadership to engage prospects. After 8 weeks of development and 8 weeks of sales follow-up, unique email open rates rose from 6% to 15%, finance newsletters reached over 4,000 clients, the sales pipeline strengthened, and marketing teams reported better collaboration.

WNS

Akhilesh Ayer

Global Services EVP Research and Analytics & Head of Global Marketing